The perks of being in advertising

1. Define creativity…

Originality is king – whether you're solving business problems or making infectious entertainment. The funny thing is that most of the Hollywood movies people flock to are sequels. The biggest movie of all time by a long shot is Titanic. The story has been made into a film several times before – and we all knew what the ending would be! It wouldn't have even cracked a Bronze at the Loeries.

2. What do awards mean to you?

Awards are all about reputation – be it on a personal or agency level. They make people think you're quite good. Even though it's often criticised as a bit of a creative circle jerk, the best work of the year is the work that wins awards. If only the public saw half of it!

3. If you thought you were a sure thing for a Loerie and then lost out to the competition, would you be a bad loser?

I'd be a bit glum there by the sea, but I'd still have a Pongracz.

4. If you were an animal, which would you be and why?

My cat Harry, because he purrs constantly.

5. Which superhero power do you wish you had?

Superman's flying skills – but I'll pass on the “aerodynamic” outfit.

6. What is the best thing about the ad industry?

It's a really stimulating place to work. And there's perks – like alchoholism and lots of cool free stuff, like branded bags from Beeld.

7. What do people call you behind your back?

Probably “twat”. I'm hard of hearing, so it's fine.

8. If you weren't in advertising, what would you do?

I'd be in music. DJing it, writing about it or making it.

9. Name an ad campaign or jingle that you will remember till you die.

I remember most ads, but the ones I shall carry to my deathbed will have to be those great radio campaigns for Peter Stuyvesant, Lexington and Gunston.

10. What is your best attribute/strength?

I play a mean Melodica.